Perception and characteristics of advertising investment in Telecaribe.Perception and characteristics of advertising investment in Telecaribe

Abstract

This is an exploratory study of the perception of Telecaribe, the local TV
channel, and the characteristics of the advertising investment by companies located
in Barranquilla. Relevant factors of the perception were: channel programming, fees,
signal and coverage, and the corporative perception. A relativistic paradigm was
used, and focal groups and in-depth interviews were used to collect the information.
Results indicated that the sample perceived the programming as non homogeneous,
with an emphasis on TV news. Channel signal was perceived as of good quality.
In general findings show that internal problems are irrelevant to the advertising
investment due to hopeful thoughts of improvement. Telecaribe was perceived as a
cultural channel of great engaging value although very expensive. Conclusions
indicate that Telecaribe is not totally rejected by entrepreneurs. Simply, there is lack
of information about the channel. The channel is distant to entrepreneurs as they
are to the channel. In Barranquilla, competitive prices motivate people to invest in
advertising even if they have to sacrifice its value. The absence of a measurement tool
by Telecaribe affects the quality of their advertisement as well as its marketing.